La Beauté Louis Vuitton is turning one, and the house is celebrating by handing its longtime mascot over to the woman who built the line in the first place. Vivienne, the wide-eyed monogram figure who has fronted Louis Vuitton campaigns for years, now appears as a tribute to Dame Pat McGrath, the celebrated makeup artist who joined the Maison as Creative Director, Cosmetics, and led the development of La Beauté before it launched globally in August 2025.

The collection marked Louis Vuitton’s first venture into makeup. McGrath, already known for decades of work backstage at fashion weeks and for building her own line, Pat McGrath Labs, into one of the industry’s biggest names, shaped it from the formulas down to the packaging. She worked alongside designer Konstantin Grcic on the collection’s refillable cases.

This edition of Vivienne borrows directly from McGrath’s own image. She wears a black-and-gold lacquered headband, a stand-in for the headwrap that has become something of a signature for her, and she’s been given something no previous Vivienne figurine has had: a painted mouth. It’s colored in 854 Rouge Louis, the same shade as the miniature LV Rouge lipstick placed in her hand. She also holds a tiny LV Ombres eyeshadow palette in 150 Beige Memento, a shade the collection has described as inspired by the patina of the house’s classic leather.

McGrath called the project a chance to give Vivienne “this major sense of character and play,” describing the figurine as a beauty obsessive caught mid-glam, red lipstick in hand and ready to head backstage for her next job.

Courtesy of Louis Vuitton